Carlo Miroglio and the textiles trade

The Miroglio family start out on their entrepreneurial journey in Alba in the late 1800s. Carlo and Angela Miroglio travel around the local area selling cloth before opening a retail and wholesale textiles store in the centre of town.

Giuseppe Miroglio carries on the trade in textiles

Giuseppe is the only one of their five children who stays on in Alba. From that moment on, his story becomes the story of Miroglio. Thanks to Giuseppe’s entrepreneurial vision, the business overcomes times of crisis between the two world wars and expands its turnover.

Giuseppe Miroglio and silkworm cocoons

The production of silkworm cocoons (very widespread in Alba) is going through a critical time due to a surplus in the supply. No-one wants to buy them anymore. So Giuseppe Miroglio buys up all the stock on the market and contracts out their transformation into yarn to weavers in Como, who produce a large quantity of silk textiles.

Giuseppe Miroglio goes into the production of textiles (July 1st 1947)

Giuseppe Miroglio decides to start producing silk textiles and artificial fibres by installing the first looms in via Manzoni in Alba. He sets up the “Giuseppe Miroglio” sole proprietorship, and is later joined in the business by his sons Carlo and Franco.

“Vestebene” is established

Giuseppe transfers the company to his sons Carlo and Franco in order to take on a new project: the creation of a factory for the mass production of clothing following the American model. And this was how “Vestebene” came to be.

 

Small vans cover the length and breadth of the peninsula emblazoned with the slogan “Piace! Perché Vestebene” (“People love it! Because it fits well”). A touch of genius.

The cycle is completed with the dye, printing and finishing works

In parallel with the creation of the clothing division, the business expands in the textiles sector with the opening of a factory for the dyeing, printing and finishing of fabrics. The cycle is now complete: from yarn to garment.

The Miroglio Foundation is born

Over the years Giuseppe Miroglio has developed a series of activities for the benefit of employees, and in 1973 this leads to the establishment of the Fondazione Elena Miroglio (now Elena and Gabriella Miroglio). Extended by subsequent generations, the project promotes social welfare, healthcare and cultural activities benefiting the group’s employees and the local community.

Transfer paper

The Miroglio Group continues to grow, and enters the transfer paper sector with the opening a plant dedicated to this new business. In 1976 the first Cerutti rotogravure machine is installed to print on transfer paper, with the pattern then being transferred to fabrics by heat printing. Sublitex is born.

Elena Mirò

The Elena Mirò brand is launched, offering quality clothing for curvy sizes. Over the following years the Group starts working with leading designers like Moschino and Krizia. In line with the new strategy, over the years new brands are introduced and the internationalization of the business takes off through a series of purchases on the foreign market.

Caractère

Caractère makes its début in the medium-high fashion market segment in terms of style and quality. In the meantime, the textiles division reinforces its position with an ever growing international presence.

Motivi and the arrival of Fast Fashion

The Miroglio Group introduces an innovative formula - Fast Fashion - with the launching of the Motivi label. Targeting young women, it revolves around quick response to market dynamics. With Motivi, Miroglio opens its first branded store.

 

The nineties are distinguished by intense marketing aimed at reinforcing the identity and image of the Group’s brands through a series of advertising campaigns with strong, innovative messages and participation in events with an international scope.

The growth of retail

The Group invests heavily in the retail channel, developing its branded stores, which now include the Elena Mirò, Oltre, Caractère, Fiorella Rubino and Diana Gallesi labels alongside Motivi.

Going glocal with joint ventures

The Group’s international development continues as regards both its own lines, with the expansion of its leading Motivi and Elena Mirò brands, and a glocal strategy providing for acquisitions and joint ventures: Miroglio enters into a partnership with Elegant Prosper, the leading Chinese brand in the medium-high women’s fashion segment, established in 1988.

Elena Mirò at Milano Moda Donna

The Miroglio Group takes to the catwalk at Milano Moda Donna with Elena Mirò, the first brand targeting curvy sizes to be admitted to such an important event.

The joint venture with the Ayaydin Group

In 2008 the Miroglio Group acquires 50% of the Ayaydin Group, one of the most prestigious and dynamic Turkish ventures in the fashion sector.

 

Founded in 1986, over the years Ayaydin had become well-established not only on the domestic market, but also in Russia and central-eastern Europe, distributing its collections through branded shops and in leading department stores.

The digital and eco-friendly revolution in textiles

Increasingly focused on a sustainable approach to production, the Miroglio Group invests in latest generation digital printers. This highly environmentally-compatible digital printing technology takes on a prominent role alongside traditional roller printing.

A strongly customized, increasingly brand-oriented approach

The Miroglio Group consolidates its new consumer-led tailor-made service philosophy through projects focusing on body enhancement by returning to the original good-fit concept. The same philosophy is rolled out with the trade (textiles and finished garments) through the strengthening of the supply chain.

 
At the same time - and especially in Miroglio Fashion - increasing attention is given to all the components of the brand concept marketing mix: product, communication, sales outlets, etc.